Cannes for Clients The marketersâ€™ guide to Cannes Lions 2011
“Cannes rewards creativity that makes an impression; not that just delivers impressions. For McDonald’s, we’ve seen ROI 54% higher with creative that wins Lions than creative that doesn’t.” Matt Biespiel, Global Brand Development, McDonald’s Corporation
Introduction Creativity makes a differerence; the best creative brand communication in the world reflects the quality of the product it represents and has a direct impact on its success. Welcome to the advertisers’ guide to Cannes Lions, a seven-day celebration of creativity. During the event, more than 24,000 entries from all over the world are showcased and judged. As well as awards for Film, Press, Outdoor, Direct, Media, Cyber, Radio, Promo & Activation, Film Craft, Titanium and Integrated, Design, PR and Creative Effectiveness, there are a range of special awards, including Advertiser of the Year. If you’re a senior marketing executive, this guide is for you. With some help from your peers, we’ll show you the Cannes experience through advertisers’ eyes. From a simple guide to the Festival format to finding networking opportunities and creative inspiration, this is how to get the best return on your investment. Unilever’s Chief Marketing Officer Keith Weed collects the 2010 Cannes Lions Advertiser of the Year Award.
Contents What is Cannes Lions?
Advertisers at Cannes Lions Page 3 Make the most of the Festival Page 4-6 Come to Cannes Page 7
“Cannes Lions is a learning lab for creativity and creative contacts. I love it.” Jonathan Mildenhall, VP Global Advertising & Creative Excellence, The Coca-Cola Company
What is Cannes Lions? The awards... The Cannes Lions International Festival of Creativity is the most prestigious Festival of creativity in communications. Over seven days more than 24,000 of the best pieces of creative communications from around the world are showcased, judged and awarded. Winners receive the highly coveted Lion trophy, presented at four award ceremonies throughout the week. In 2011 the Festival will be held from 19-25 June, with award shows on the following days: Monday 20 June: Promo & Activation, PR and Direct Tuesday 21 June: Radio, Media and Outdoor Wednesday 22 June: Press, Design and Cyber Saturday 25 June: Film, Film Craft, Creative Effectiveness, Titanium and Integrated
...but so much more than the awards The awards provide the focus of the Festival but advertisers and agencies alike tell us that one of the most valuable experiences at Cannes is the opportunity to network with peers from around the world. Running alongside the awards there is a comprehensive content programme, an opportunity to engage with the industry’s most innovative thinkers. Expect over 80 seminars and workshops covering a diverse range of pertinent topics, all presented by top speakers. Click here to see what’s on at Cannes Lions 2011.
Who comes to Cannes? The Festival is the only truly global meeting place for marketing, advertising, media, PR, design, production and communication professionals. Over 8,000 delegates from more than 90 countries attend during the seven days.
Advertisers at Cannes Lions Advertisers make up more than 15% of our delegate base and their attendance at Cannes has increased by 56% since 2007. In 2010 alone, the year-on-year increase was 25% on 2009. And youâ€™re in good company, here are just some of the 400+ brands who attended in 2010:
â€œI would define Cannes Lions as the best place in the advertising world for networking.â€? Marina Tunes, New Business Manager - iProspect Brazil
Make the most of the Festival: Network... ...Naturally One of the most worthwhile experiences at Cannes is the opportunity to meet with peers, formally and informally. There are natural, relaxed environments for this, provided by the programme of galas, award ceremonies, seminars and workshops.
...Formally Our partnership with the event venue, the Palais des Festivals, and the 5-star hotels of Cannes allows delegates to host their own events at the most prestigious venues, whether you want a hospitality suite, a Palace beach or a premium salon. Or you can book our screening theatre for a private audience with your agency, at no charge.
...Digitally Cannes Connect is a networking tool to help you communicate with other Cannes Lions delegates before, during and after the Festival. By connecting with fellow attendees ahead of the Festival, you can make the most of your time at the worldâ€™s biggest celebration of creativity in communications.
“We view Cannes Lions as the epicentre of creativity in our industry. We want to be inspired, we want to be educated and then we want to take back what we’ve learnt from Cannes to our entire organisation, so we can apply it.” Marc Pritchard, Global Marketing & Brand Building Officer, P&G
Make the most of the Festival: Be inspired by the Awards Exhibitions, kiosks and screenings Take the opportunity to see yours’ and your competitors’ advertising in context. Digital kiosks and exhibitions offer delegates the opportunity to review the work and be inspired by the best of the best.
Award ceremonies The winners of the much-coveted Lion trophies are honoured at the award ceremonies; an opportunity to experience the cutting edge of creativity. The award sections are: Film, Press, Outdoor, Direct, Media, Cyber, Radio, Promo & Activation, Film Craft, Titanium and Integrated, Design, PR and Creative Effectiveness.
Creative Effectiveness Creative Effectiveness Lions honour creativity that has had a measurable and proven impact on an advertiser’s business. The aim of the award is to establish a direct correlation between creativity and effectiveness. The Festival has always been, and always will be, a festival of creativity, but now more than ever ROI is paramount and it is important that we acknowledge and reward this.
Special awards Several special awards are awarded throughout the week, including Network of the Year, Independent Agency of the Year, Direct Agency of the Year, Advertiser of the Year, Holding Company of the Year, Media Person of the Year, the Grand Prix for Good and the Lion of St Mark.
Advertiser of the Year This Award honours advertisers who have distinguished themselves by the quality of their campaigns or who inspire innovative marketing of their products or services. The award is nominated by the Festival organisers. Previous winners include: Unilever, Volkswagen, Procter & Gamble, Honda, Adidas, PlayStation, BMW Group, Nike, Swatch Group, Anheuser-Busch, Sony Corporation, Virgin Group, Diesel, Nissin Food Products, British Airways, and Heineken Holding.
“My company gave me the option to go to Cannes and I jumped at it. I want to elevate the creative product in our company and Cannes is a way to inspire me to do that.” Kimberly Bealle, Senior Director Global Advertising - Kraft Foods
Make the most of the Festival: Be inspired by the content programme Creative Academy for Clients This year we are launching the Cannes Creative Academy for Young Clients. This is a curated, bespoke programme for marketers 30 and under who will have a dedicated tutor to provide a programme that has a mixture of private sessions but also uses the content on offer at Cannes Lions. It is modelled on the programmes we already run for young creatives and students. For more senior creative leaders we also run the Cannes Creative Leaders Programme. The cost of taking part in the Cannes Creative Academy for Young Clients is included in your delegate registration price for the week. If this is something you are interested in, please let us know because we have just 30 places.
The Learning Programme Seminars and workshops form the core of the learning opportunities at Cannes Lions. Expect over 80 sessions covering a diverse range of pertinent topics, all presented by top speakers. The seminars, held at the Debussy Theatre, are 45-minute sessions given by high-profile industry personalities. The workshops are fast-paced, hands-on, often playful events hosted by experts on current trends and best practice. They offer real insight and workable solutions to issues facing the industry. There’s always lots of interaction with the audience and it’s an opportunity for delegates to work with and learn from a global mix of people with diverse perspectives and skill sets. In 2010, highlights included Spike Jonze and Ben Stiller; top creative innovators David Droga, Jeff Goodby, Akira Kagami, Marcello Serpa, Mark Tutssel, Erik Vervroegen and Fernando Vega Olmos; as well as industry leaders Sir Martin Sorrell and Maurice Lévy. There were talks from leading advertisers including Accenture, Cheil, Coca-Cola, EA, Facebook, Google, HP, IBM, Intel, Kimberly Clarke, Kraft, McDonalds, Microsoft, P&G, PWC, Smirnoff, Unilever, Uniqlo, WGSN and Yahoo. Click here to download an overview of the 2010 programme. You also can watch extracts of almost all of the seminars delivered at the 2010 Festival here. www.canneslions.com
Come to Cannes Before you choose a delegate package and a hotel, speak to your agency about the Festival and plan your week in advance: Which award shows are relevant to you? Which seminars cover the topics that interest you? Do you want to organise your own event during the Festival?
How to get here – two steps to Cannes 1. Pick a package and click here to register (don’t forget you can claim the tax
back and there are discounts if you’re under 30):
• Full Week Registration = 19-25 June 2011, €2,250 (add a guest for €625)
• 4 Day Registration = €1,820 (add a guest for €405)
• 3 Day Registration = €1,550, (add a guest for €305)
• Young Advertisers Registration = €1,025
2. Click here to decide which hotel you want to stay at then contact the
Delegates Team who will organise your stay free of charge:
Tel + 44 (0) 20 7728 4040 or email firstname.lastname@example.org
Before you get here – organise your own events Our team can help you arrange the perfect venue for your event, be it a daytime meeting or an evening cocktail reception. From beaches to meeting rooms and party venues, our team can help you locate and book the right location for your event. We offer, free of charge: •
Help and advice for organising events, no matter how big or small
Expert knowledge of Cannes, thanks to our long-standing relationships with
local businesses and the tourist board
Specially-negotiated rates with partner venues around the city
Delegate and venue liaison, including on-site assistance
Destination management expertise for all Cannes Lions delegates
For events in the Palais des Festivals, contact Ray Suitters: email@example.com For events outside the Palais, contact Camille Sabarros: firstname.lastname@example.org
When you get here – take a tour If it’s your first time at Cannes Lions, come to a ‘How to Cannes’ session. Held every morning at 9.30am for 30 minutes, an old Cannes hand will give you the benefit of years of experience about how to make the most of your visit. A Festival Official will also be on hand to answer any questions. www.canneslions.com
Cannes Lions International Festival of Creativity Greater London House Hampstead Road London NW1 7EJ United Kingdom Tel: +44 (0)20 7728 4040 Fax: +44 (0)20 7728 4044 www.canneslions.com